RESEARCH PROJECT (BMBR5103) STUDY ON THE ELEMENTS THAT AFFECT THE BUYING DECISION OF MILK BOTTLE “DR BROWN” IN NEW GENERATION COMPANY LIMITED Research Proposal STUDENT’S FULL NAME : Ly Vinh Kien Huynh Pham Ngoc Lam INTAKE : May 2012 ADVISOR’S NAME & TITLE : Dr Ut Tran October 2013 ID# 2448464 ID# 2448452 Business Research Method Open University Malaysia HUTECH Campus Instructor: Dr Ut Tran Advisor’s assessment Advisor’s signature Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran STUDY ON THE ELEMENTS THAT AFFECT THE BUYING DECISION OF MILK BOTTLE “DR BROWN” IN NEW GENERATION COMPANY LIMITED Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran EXECUTIVE SUMMARY: I INTRODUCTION 1.1 Research Background 1.2 Problem Statement 1.3 Research Objectives and the Scope of the Research II LITERATURE REVIEW 2.1 Research definition (operational definition of key words) 2.2 Related research 10 2.3 Related Model in an analysis 13 III CONCEPTUAL FRAMEWORK 15 IV HYPOTHESIS AND OPERATIONAL DEFINITION 16 V Methodology 17 Type of research choice 17 Research design 18 Estimated budget of the research 21 Activity plan: 22 Conclusion 22 REFERENCES 23 Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran EXECUTIVE SUMMARY: Due to the economic recession, all enterprises are facing with the income and benefits, our company also face those problems too We would to make research on “The elements that affect the buying decision of milk bottle “Dr Brown” in New Generation Company Limited” to discover the elements and give the solutions for those problems The research is processed by phases: preliminary research with the peer interview to discover the elements affecting on Dr Brown milk bottle buying decisions and the official research with the 100 samples to find out the elements in addition, we can use more descriptive statistics, EFA, Cronbach alpha to make our research more clearly In the limitation of research, the researchers are only the references and it also helps to find solutions of business activities and distribution products efficient The research will be arranged as following EXECUTIVE SUMMARY: I INTRODUCTION II LITERATURE REVIEW III CONCEPTUAL FRAMEWORK IV HYPOTHESIS AND OPERATIONAL DEFINITION V.METHODOLOGY REFERENCES APPENDICES Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran I INTRODUCTION 1.1 Research Background The world economy has tendency of being in risk The weaker domestic demand and slower growth in several countries cause the import and export to slow down The New Generation Company is an importer of milk bottle products from USA which were also affected by those changes in the world economy today The sales situation of this product line is being decreased since the first quarter this year while inventory increased There must be several key reasons for that Therefore, this research will be focused solely on identifying the causes of that situation, and then offering some suggestion to overcome the difficulties and get the business back on track 1.2 Problem Statement 1.2.1 Main Problem The sales volume status and profit of this milk bottle product “Dr Brown” are decreasing since 1st quarter 2013 It caused the company fail to obtain the goals 1.2.2 Sub –Problems: a The price of Dr Brown milk bottle is no match against competitors It is quite high in comparison with the other milk bottle products in the market According to Mankins (2005) concluded that the quantity demanded falls when the price rises and the quantity demanded rises if the price falls, and the quantity demanded is negatively related to the price He also proposed the law of demand “Other things equal, when the price of a good rises, the quantity demanded of the good falls” b Brand awareness: More competitive products with unknown origin appear on the market which affected the customer’s brand awareness against the milk bottle products of New Generation Co., Ltd Brand awareness has great influences on buying purpose from the customers who intend to pay money for well-known product (Keller, 1993; Macdonald & Sharp, 2000) c Advertising is not good and attractive Due to the change of advertising budget, the advertising methods are changing so much, the managers does not make advertisement in the retail shop, but they did in the small website column Mohamad et al (2013) used the multiple regression analysis and applied Pearson correlation to examine the connection Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran between the advertising and buyer decision making, and they conclude that there is relation between two variables d Customer satisfactions play an important role in the business The customers feel that the new milk bottle 240 ml is not satisfied because there is leak of milk from the milk bottle neck and the customers feel very annoying when they feed the milk to their babies and they expect that the milk bottle will be design better at the milk bottle’s neck Besides, Murekio (2010) uses the revenue data, and customer satisfaction survey data in ten retails center in Nairobi, she concludes that there is significant relationship between the customer satisfaction and the revenue in 10 retail center e Personal factors: The current economic recession is presently a source of concern for marketers’ attempts to determine the current buying behaviors of the consumers, consumers are changing their buying behaviors and greatly decreasing there overall spending According to Armstrong & Kotler (2009) proposed that if economic indicators point to a recession, marketers can take steps to redesign, and reprise and their product closely, they also concludes that a person’s economic situation such as personal income, savings, and interest rates will influence their product choices in the store If not being reviewed and reacted properly, this problem may get worse: -“Dr Brown” milk bottle manufacturing line may have to declined or shut down due to overstock -Inventory of milk product increases and unusable -Workers of this manufacturing line might lose their jobs, increase unemployment -The company competitive position will suffer damage 1.3 Research Objectives and the Scope of the Research 1.3.1 Research Objectives This research is to identify the important aspects which affect the buying decision of milk bottle’s consumers within Ho Chi Minh City area, Vietnam, in 2013 Base in the information found, we will suggest the solutions for improving buying decisions and the sales revenue of Dr Brown milk bottle product in New Generation Company Limited Despite some limitations, the study results are considering valuable references; we would like to offer useful solutions to enhance the product recognition and its sales 1.3.2 The scope of the proposed research? Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran The research is intended of making the research of the element affecting on buying decision in New Generation Company and finding the solution to resolve the low sale and profit 1.3.3 Limitation of the research The proposed research is limited on the mother and children shops in Ho Chi Minh City area, we also narrow the target customers’ income to over million VND, assuming the retailers average purchase volume is 10 million VND per month The research is conducted within Ho Chi Minh City, so the result is not intended to be used and compared in any other areas due to geographic differences The research is limited to baby product market in Ho Chi Minh city, Vietnam It will only look at the market share and competitions that may affect Dr.Brown milk bottle product directly It may use other similar products such as baby care, toys, baby medical products etc as references for analysis, but should not consider them as key factors for comparison It also should not refers and mention other product lines of New Generation Co., Ltd 1.3.4 Research significance Once completed, the research can help the management of New Generation Co., Ltd realizing the situation and prepare a clear strategy for future business of this milk bottle product line It also may help the consumers to be aware of how important it is to choose an appropriate baby product II LITERATURE REVIEW 2.1 Research definition (operational definition of key words) Consumer behavior: Cook (2009) conclude that consumer behavior is described in this way: set of activities is directly achieved, use and disposal of goods and services Buying decision process: Engel et al., (1986) suggest that high involvement with a product results in which starts with problem recognition, an information search, alternative evaluation, purchase, and post purchase activities Customer satisfaction: According to Blackwell, Engel & Miniard (2006), there are three major factors of satisfaction such as product performance, consumption feelings, and Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page Business Research Method Open University Malaysia HUTECH Campus Instructor: Dr Ut Tran expectations The study showed that building customer satisfaction resulted in better returns to companies (Reichheld, 1996) Price acceptability: Herrmann, Huber & Wricke (2001) and Homburg, Hoyer & Koschate (2005) stated that consumer satisfaction has a positive relationship with price acceptability and readiness to pay From that research, these author want to say that higher consumer satisfaction will make higher price acceptance and readiness to pay and low price sensitivity appear In contrast, a low consumer satisfaction will affect price acceptance and readiness to pay positively, and make price sensitive in high level Advertising: Moschis and Mitchell proposed that the effect of TV advertising and interpersonal influences and social structured on family consumption decisions Batra et al (1995), the effectiveness of advertising is considered for the effects on sales in the short term Brand awareness: Brand awareness is essential because consumers remind the brand in the time of a specific product, and the brand will be a part of the mindset Awareness can also effect on consumer decision making by influencing brand associations that create the brand image (Keller, 1998) A brand name gives a characteristic which leads the retailers and consumers to find out service providers and expect the outcomes of the services Kan (2002) suggests the brand awareness can make to increased profitability evaluation Brand awareness has great influences on buying purpose from the customers who intend to pay money for well-known product Keller (1993); Macdonald & Sharp (2000) Addition, Nazia et al (2011) use the regression to test on 200 retailers on two brands i.e L’Oreal and Ganiers with variables brand awareness and perceived quality, customer loyalty They concluded that the study was brand awareness significantly influences the profitability Personal factor: Linehan and Cadogan (2000) conclude that personal factors influence buying decisions such as economic, age, gender, occupation, and lifestyle Armstrong and Kotler also has similar opinions and argued that if people with a good secure job and income, have the tendencies of buying more expensive and even luxury product, where people with less income and less secure jobs tend to buy cheaper products Brand loyalty: Chaudhuri & Holbrook (2001) said that brand loyalty has the relationship with brand price In addition Aaker (1996) shows that price is the first sign of brand loyalty In addition, Aaker also emphasized that Price premium is distinguished as a customer is willing to pay for the brand loyalty in comparison with another brand which Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran bring the same benefits, but the benefit can be bad or good factors which are dependent on the brands in a group of comparisons Package design: According to Stewart (2007), packaging design skill is communicating design thinking effectively He defines the elements of design as: material choices, color, text, photography and illustration According to Sustainable Packaging Coalition (SPC), strategies for sustainable packaging design are: package Design for sustainability , transport environmental best practices However, Soroka (2002) proposed that packaging is the combination of the science, technology, art and fashion to protect and keep the products to customers Variawa (2010) analyzed the effects of packaging on decision making process of Consumer Goods in retail shopping 10.Supplier : Keeping good relationships with suppliers is recognized as an impressive factor in sustaining a competitive advantage (Stevenson 2009:525) 11 Buying decision: Sproles and Kendall (1986) proposed that buying decision is also having related a confused over choice form the customers They feel very confusing when they choose suitable product because it’s over choice 12 Supplier-manufacturer relationship: Michael Maloni and W.C Benton (1999), in their research stated that the power source of the supplier, once overrun the manufacturer, could affect their relationship and damage the business of the manufacturer 13 Mothers’ communication orientation and consumer socialization: Carlson, Grossbart and Walsh (1990) explored that mothers’ communication orientation and consumer socialization have the close relationship tendencies on buying decision 14 Need Recognition: Neal and Questel (2006) stating that need recognition occurs due to several factors such as personal, professional and lifestyle which ead to formation of idea of purchasing 15 Information search: Schiffman and Kanuk (2007) stated that consumer finds information related to desired product 16 Evaluation of alternatives: Kotler and Keller (2005) consider this stage as one of the important stages as the consumer considers when they take into account the factors such as size, quality and price 17 Purchase decision made: Kacen (2002) stated purchasing decision can be divided into planned purchase Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran Research design a Data collection (Secondary and Primary data collection) Primary data is information which the author gather by himself and secondary data is information gathered by others sources such as scientists or institutions (Andersen, 1998) In this research, the primary data consists of interviews with the retailers, and questionnaire in the retail shops and customers which I have chosen to investigate In the secondary data, the author use to gather data and facts about the retailers and retailers’ customers and markets from different websites, retail stores b Data analysis: The questionnaire is processed by the pretest interview with 30 samples to distinguish and discover the mistakes and unclear elements so that we can adjust the mistakes and adjust them  Qualitative approach: our qualitative approach is to identify the elements affecting on buying decision of DR Brown milk bottle in the New Generation Company From the qualitative information, we can create the suitable questionnaire The peer interview is rather good and suitable because we can use the face to face method to gather information and collect the data from the correspondents The chosen people are seven such as sale person, shop owner, customers in the retail store The highest age is 50, and the lowest age is 22, and the peer interview is processed from 02/07/2013 to 25/09/2013 All participants’ information will be recorded and classifies to determine the elements affecting on buying decision of milk bottle in New Generation LTD This data and literature review will be synthesized in the preliminary interview From the preliminary interview, we will make the official interview sheet  Quantity approach: this method permits us measure and analysis the data in the real number Basing on the quantity research method and literature review, we can adjust the preliminary model and give the suitable model, questionnaire, and scales in the official research  The statistical results will help determine the level of loyalty and accepting among Vietnamese consumers Furthermore, the survey with retailers will help determine the Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 18 Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran type of measurement they use on determining customer’s loyalty By reviewing the positive and negative points, it is hoped that the researcher can conclude the reasons for Dr.Brown milk bottle’s product declining and from that find possible solutions for improving the situation  Assumptions : - That the 100 milk bottle customers will represent the total number of customers - The 10 stores responses will represent the total number of retailers - Those 90% respondents will answer the questionnaires truthfully - Those results will reveal the factors of why Dr.Brown milk bottle product buyers decrease their purchases and go to substitute or competition’s products  The questionnaire is designed: The questions related to the elements affecting buying decision of milk bottle from the customers and retailers shop owner include Customer satisfactions, Price, advertising, Brand awareness, and Personal factors In addition, the deep information relating to the buyers, the product efficient, the price, the distribution, the buying capacity, etc will be mentioned  Individual research: the customers and owners of shop retailers buying and selling Dr Brown milk bottle and others milk bottle in the area of HCM city  Sampling: The respondents of the study will consist of consumers of New Generations and its retailers/distributors The reason for this is to determine that they have enough time experience to evaluate the milk bottle product, whether they have satisfied with it and, if not, what are the reasons The retailers/distributors to be surveyed, on the other hand, should have knowledge about consumers’ complains and customer satisfaction of the product They should be aware of what is usually being complained and being praised, as well as what makes consumers happy about the product or what are their substitute’s products According to Hair & CTG (1998), we should use at least about 100 samples or 150 samples if we use SEM Besides, Hoelter (1983) proposed that we also need 200 samples Meanwhile, Hatcher (1994) suggested that the samples can be multiplied times by the variables, or there must be 100 samples From that reason, we will take 100 samples for our research Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 19 Open University Malaysia HUTECH Campus  Business Research Method Instructor: Dr Ut Tran Collect data: We will handle 100 samples which are given to the customers and the owners of retail shops The samples must be obligated the rules in the questionnaires and all the respondents should answer all the questions in the questionnaire The sample choice must be process by the convenient method and secure the average ration in the term of income and attitudes  Analyze data: after collecting the data, the question and interview must be observed and we also delete the data which is not attained the demands Next, the variables will be coded and, input, refreshed with 11.5 SPSS version  Instruments used: We use the questionnaire, interview to analysis the data through 115.5 SPSS updated version Personal interview: is the form of direct communication which an interview will ask the interviewees by using face to face methods, the most unstructured interviews are processed by face to face Through the interview, we can clarify the doubts and reconfirm the questionnaire are clearly understood but the interviewees Besides, we can receive the value information from the respondents which is very precise in our future study In contrast, it costs so much when we move to many places to receive the informant on, and some interviews might unreleased to answer some personal questions relating to them Questionnaire: is a form of descriptive and opinion related survey In this research we would like to use the self-administered questionnaire which the respondents is suggested to complete the questions in his time We use main kind of phrasing questions: Determinants choice question: are the types which suggest the respondents to choose one answer, response from several possible answers Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 20 Business Research Method Open University Malaysia HUTECH Campus Instructor: Dr Ut Tran Example: Which brand of soft drink you like best? a.Pepsi b.Coca-Cola c Chuongduong d 7-up Frequency determination questions: are the types which suggest the respondents to choose one answer about the frequency Example: How many times you drink soft drink a week? a.1 time b times c times d.over times Checklist questions: are the types which suggest the respondents to choose many answers in the questionnaire Example: Where you find the information the mass media? a Newspaper b Internet c Television d Radio Scales: it is about the extent of agreement questions Example: What extent you agree with the price of soft drink? a Strongly agree b Agree c Neutral d Disagree e Strongly agree Estimated budget of the research The cost for each respondent answer, including printout, transportation, time, gas will be 50,000 VND x 210 = 10,100,000 VND (a) Cost per person process, based on Vietnamese law average salary: 10,000 VND (b) Number of person processing: 03 persons (c) Total time is months x 26 days x 40 hour = 4,160 hours (d) Total cost for the research = (a) + (b) x (c) x (d) = 134,900,000 VND Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 21 Business Research Method Open University Malaysia HUTECH Campus Instructor: Dr Ut Tran Activity plan: Primary research will begin on July through September 2013 No Research Process End Start Research Proposal 19 03/07 23/07 Introduction 10 03/07 13/07 Literature review 14/07 21/07 Research Methodology 8/08 11/08 Survey Design 12/08 19/08 10 19/08 29/08 Statistic result 29/08 31/08 Situation Analysis 01/09 04/09 Conclusion 04/09 07/09 Final reflection 07/09 10/09 First draft 11/09 15/09 Final dissertation 17/09 20/09 Survey sent to sample and make the surveys Days Conclusion In this baby product business, brand loyalty, price and quality are crucial factors leading to buying decision However, people have different perception of satisfaction because of culture Although Dr.Brown is an USA brand, while selling in Vietnamese market, it has to adapt the culture and demand of the local consumer There are several research on customer satisfaction and brand loyalty occurs in Asia in related fields, however, for the specific Vietnamese area, this research results will reveal important characteristics on how Vietnamese consumers accepting baby product such as Dr.Brown milk bottle Based on found result, the researchers suggest that the company should change product and package design and improve customer service quality Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 22 Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran REFERENCES Aaker, David (1996) Building Strong Brands Free Press: New York Batra R., Lehman D.R., Burke J., Pae J (1995), «When does advertising have an impact, A Study of Tracking Data», Journal of Advertising Research, 35, Blackwell, RD, Engel, JF & Miniard, PW 2006, Consumer Behavior (10th ed.) Thomson South-Western USA Blattberg, Robert, Gary Eppen and Joshua Liebermann (1981), "A Theoretical And Empirical Evaluation of Price Deals in Consumer Nondurable”, Journal Of Marketing, 45 (winter), 116-129 Carlson, Les, Sanford Grossbart and Ann Walsh (1990), “Mothers Communication Orientation and Consumer-Socialization Tendencies”, Journal of Advertising, 19 (3), 27-38 Chaudhuri, A., & Holbrook, M B (2001), “The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty”, Journal of Marketing, 65(2), 81-93 Cook, D.T (2009) “Knowing the child consumer: historical and conceptual insights of Qualitative children’s consumer research”, Young Consumers, Vol 10, No 4, pp 269-282 Engel, J F., Blackwell, R D., and Miniard, P W (1986), “Consumer Behavior, 5th ed., Dryden Hair & Ctg (1998), Multivariate Data Analysis, Prentice-Hall International, Inc.111 Hatcher, L (1994) A Step-by-Step Approach to Using the SAS® System for Factor Analysis and Structural Equation Modeling Cary, NC: SAS Institute, Inc Herrmann, A, Huber, F & Wricke, M 2001, “Customer Satisfaction as an Antecedent of Price Acceptance: Results of an Empirical Study‟, Journal of Product & Brand Management, vol 10, no 3, pp 160-169 http://en.wikipedia.org/wiki/Customer_satisfaction, Retrieved 28 September 2013 http://en.wikipedia.org/wiki/Price,Retrieved 28 September 2013 Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 23 Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran http://en.wikipedia.org/wiki/Advertising, Retrieved28 September 2013 http://en.wikipedia.org/wiki/Brand_ awareness, Retrieved 28 September 2013 http://en.wikipedia.org/wiki/Personal_factors, Retrieved 28 September 2013 Hoelter, D R (1983) The analysis of covariance structures: Goodness-of-fit indices, Sociological Methods and Research, 11, pp 325–344 Homburg, C, Hoyer, WD & Koschate, N 2005, “Do satisfied Customers Really Pay More? A Study of the Relationship between Customer Satisfaction and Willingness to Pay‟, Journal of Marketing, vol 69, pp 84-96 Kacen J J and Lee J A., (2002) “The influence of culture on consumer impulsive buying behavior”, Journal of consumer psychology 12(2), pp 163-174 Kan, W H (2002) The Study of Relation between Product Value, Brand Trust, Brand Affect and Brand Loyalty Unpublished master thesis, Tamkang University, Taiwan Keller, K L (1993) Conceptualizing, measuring, and managing customer-based brand equity Journal of Marketing, 57(1), 1-22 Keller, Kevin (1998) Strategic Brand Management Building, Measuring, and Managing Brand Equity Prentice Hall: Upper Saddle River Kim Phuoc, Nguyen (2006) Buying decision of A4 printing paper Unpublished master thesis.Ho Chi Minh city Open University Commonwealth of Learning (2000) Manual for Educational Media Researchers: Knowing your Audience Vancouver, Canada: Commonwealth Educational Media Centre for Asia (CEMCA) Kwan Chui Yan (2006) The factor affecting young Chinese consumers’ decision making behaviors towards casual wear purchase Unpublished PHD thesis.Hongkong Technology University Lehmann, D.R., and J O’Shaughnessy 1974 Difference in attribute importance for Different industrial products Journal of Marketing 38 (April):36–42 Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 24 Business Research Method Open University Malaysia HUTECH Campus Instructor: Dr Ut Tran Macdonald, E K., ＆ Sharp, B M (2000) “Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication” Journal of Business Research, 48, 5-15 Morganosky, M.A (1986) “Cost versus convenience oriented consumers: demography Life style and value perspective.” Psychology and Marketing, Vol3 (1), PP 35-46 Neal, C., Quester, P and Pettigrew, S (2006) “Consumer Behavior: Implications for Marketing Strategy” (5th edition) Berkshire: McGraw-Hill Reichheld FF, 1996, The Loyalty Effect, Harvard Business School Press, Boston, MA Rosenberg, Morris (1979) Conceiving the Self, New York: Basic Books, Inc Schiffman, S L, Hansen H and Kanuk L (2007) “Consumer Behavior: A European Outlook”, London: Pearson Education Spoles, G.B & Kendalle, E.L (1986) « A Methodology for profiling consumers’ decision making styles », Journal of Consumer Affairs, Vol.20 (2), PP 267-279 Stewart, B (2007) Packaging Design Published by Laurence King Publishing Ltd, England Underwood, Mick (2004) The Linkert Scale In Communication Studies, Cultural Studies, Media Studies (CMMS) Infobase Available at: [www.cultsock.ndirect.co.uk/MUHome/cshtml/index.html] Accessed: [15/01/04] Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 25 Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran APPENDICES Part Pretest questions We would like giving those questions for our pretest Have you used DR Brown bottle for your baby? According to you, what are the elements affecting on your buying decision? Would you like mentioning the main characters affecting on your buying decision? To you, what is the most important service when you buy the Dr Brown milk bottle? Who will decide to buy the Dr Brown milk bottle if the needs are raised? What you think about the close relationship among customer satisfaction, price, advertising, brand awareness, personal factors with buying decision making? Where you like to buy Dr Brown milk bottle? How can you find information on Dr Brown milk bottle? What brands you like to use except Dr Brown milk bottle? 10 What characteristics don’t you like when you use Dr Brown milk bottle? Part Questionnaire on customers Dear our value customers, We are making the research on the topic “The elements that affect the buying decision of milk bottle “Dr Brown” in New Generation Company Limited” for our company We are wondering would you mind using your precious times to response this questionnaire on that research Through that research, it is very useful for you in term of buying and using Dr Brown milk bottle In thinking about your most recent experience with New Generation Co Ltd, was the quality of customer service you received: a Excellent b Good c Average d Poor e Very poor Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 26 Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran If you were not totally satisfied with the customer service, please describe the reasons for your dissatisfaction Was the process for getting your question resolved? a Excellent b Good c Average d Poor e Very poor If you were not totally satisfied with the process of getting your problem resolved, please describe the reasons for your dissatisfaction Would you say the value of the Dr.Brown, as compared to its price? a Excellent B Good c Average e Poor f Very poor The customer service representative was very courteous a Strongly Disagree b Somewhat Disagree c Neutral d Somewhat Agree e Strongly Agree The customer service representative handled my call quickly Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 27 Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran a Strongly Disagree b Somewhat Disagree c Neutral d Somewhat Agree e Strongly Agree The customer service representative was very knowledgeable a Strongly Disagree b Somewhat Disagree c Neutral d Somewhat Agree e Strongly Agree Consider the total package of New Generation Co Ltd including customer service, features and benefits, and cost How satisfied are you with the New Generation Co Ltd Company? a Strongly Disagree b Somewhat Disagree c Neutral d Somewhat Agree e Strongly Agree 10 If the Dr.Brown were no longer available, what would you replace it with? a Dr brown b Pigeon c Event d Kuku Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 28 Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran e Pest f Other 11 The main reason you choose Dr.Brown brand is because: a It is known for high quality b It used good material which is safer for my baby c It is recommended by my friends or family members d It is cheaper than other brands e It is looks nice f I just buy it randomly 12 All things considered, over the next 12 months how likely are you to replace your Dr.Brown milk bottle product? a Certain b High Chance c Not sure d Low Chance e Never 13 If you are looking to replace Dr.Brown, what are your reasons? 14 Please indicate the approximate total amount your family spent on Dr Brown within the last month (Individual buyers) a 1-2 millions b 3-4 millions c Over millions f Don't know/Not sure Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 29 Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran 15 Please indicate the approximate total amount your family spent on Dr Brown within the last month (Retailer buyers) a 10-20 millions b 30-40 millions c Over 50 millions f Don't know/Not sure 16 How many times have you purchased from New Generation’s product in one year? a 1-2 b 3-4 c More than times d Don't know/Not sure 17 In your opinion, the price of Dr Brown milk bottle is a Higher than other brands b Acceptable c Lower than other brands 18 I can mention a couple of features of Dr Brown a Totally agree b Agree c Neutral d Disagree f Totally disagree 19 I think I know Dr Brown well Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 30 Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran a Totally agree b Agree c Neutral d Disagree f Totally disagree 20 Dr Brown is obvious different than others…… a Totally agree b Agree c Neutral d Disagree f Totally disagree 21 Which brand you know in your mind? e Dr brown f Pigeon g Event h Kuku e Pest 22 Select the TWO retailers you always buy the Dr Brown milk bottle a Mass Retailer b Baby Specific Store c Online website d Supermarket 23 Dr Brown you use for your baby's or are you willing to try new milk bottle products? a I try a new product if it costs less b I try a new product if I receive a sample c I try a new product if a friend suggests me Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 31 Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran d Once I find something that works, I'm sticking to it 24 You currently use Dr Brown for your baby products, how did you find out about them? a Friend or Family member told me b Advertising on TV or in a magazine c Found the product in a retail store or supermarket d Found the product at online website 25 What kind of advertising you like best in accordance to Dr Brown milk bottle a TV advertisement b Newspaper advertisement c Columns advertisement on internet d Leaflet e Others Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 32 [...]... Dr. Brown milk bottle product Hypothesis 3: There is a positive relationship between Advertising and the buying decision of Dr. Brown milk bottle product Hypothesis 4: There is a positive relationship between Brand awareness and the buying decision of Dr. Brown milk bottle product Hypothesis 5: There is a positive relationship between Personal factors and the buying decision of Dr. Brown milk bottle product... Framework buying decision of milk bottle Dr Brown in New Generation Company Limited The model is consisted of 5 basic elements: Customer satisfactions, Price, advertising, Brand awareness, and Personal factors They are considered as independent variables The core component and the major dependent variable of the framework is the last componentconsumer decision making The purpose of the study (as mentioned... characteristics don’t you like when you use Dr Brown milk bottle? Part 2 Questionnaire on customers Dear our value customers, We are making the research on the topic The elements that affect the buying decision of milk bottle Dr Brown in New Generation Company Limited for our company We are wondering would you mind using your precious times to response this questionnaire on that research Through that research,... variables reflect the important observations in the process of buying milk bottle Here is the diagram to be followed in the research RESEARCH PROBLEMS Researching on the elements affect the buying decision of milk bottle Dr Brown in New Generation Company LITERATURE REVIEW Using buying decision theory from Kotler, Sproles and Kendall research and Phuoc’ master thesis model and Kwan’ PhD thesis model QUALITATIVE... efficient, the price, the distribution, the buying capacity, etc will be mentioned  Individual research: the customers and owners of shop retailers buying and selling Dr Brown milk bottle and others milk bottle in the area of HCM city  Sampling: The respondents of the study will consist of consumers of New Generations and its retailers/distributors The reason for this is to determine that they have enough... distinguished product Personal factors help us understand the buying tendencies and spending actions of consumers The following hypothesis was tested in this study as following: Hypothesis 1: There is a positive relationship between customer satisfaction and the buying decision of Dr. Brown milk bottle product Hypothesis 2: There is a positive relationship between Price and the buying decision of Dr. Brown. .. identify the elements affecting on buying decision of DR Brown milk bottle in the New Generation Company From the qualitative information, we can create the suitable questionnaire The peer interview is rather good and suitable because we can use the face to face method to gather information and collect the data from the correspondents The chosen people are seven such as sale person, shop owner, customers in. .. processed Because operational definitions outline how data will be measured, we can know the elements that affect the buying decision of milk bottle Dr Brown in New Generation Company In addition, we would like to give the definition of 6 variables According to Wikipedia; all the definitions are given as following: Customer satisfaction, a term used in marketing, is a measurement of how products and services... about the elements affecting on buying decision and the distinguished elements of baby products such as milk bottle, we will process the model as follow Customer satisfaction The H1 Price H2 buying decision milk of bottle Suggested solutions Dr Brown Advertising H3 H4 Brand awareness in New Generation Company Limited Dependent Variable H5 Personal factors Independent Variables Figure 6: The Theoretical... - effect relationships between variables Since we are dealing with the elements affecting on buying decision of milk bottle Dry Brown In New Generation Company Limited, the method used in this research should be Descriptive In the process of making the questionnaire, we will use the Linker for 5 related variables such as customer satisfaction, price, advertising, brand awareness, personal factors Those ... identify the elements affecting on buying decision of DR Brown milk bottle in the New Generation Company From the qualitative information, we can create the suitable questionnaire The peer interview... Business Research Method Instructor: Dr Ut Tran The research is intended of making the research of the element affecting on buying decision in New Generation Company and finding the solution... variables Since we are dealing with the elements affecting on buying decision of milk bottle Dry Brown In New Generation Company Limited, the method used in this research should be Descriptive In the